Marketing in the age of Trump
Donald Trump has rewritten the rules of political communications with a campaign that has earned billions of dollars’ worth of free media coverage and shown the power of emotion over reason.
Mark Ritson: Trump’s marketing success shows the power of personality
Mark RitsonThe stunning success of Donald Trump’s earned media strategy proves that social media and content marketing work when brands are willing to take risks.
Hillary Clinton’s chief strategist Joel Benenson on bringing campaign tactics to brands
Jonathan BaconJoel Benenson is the only pollster to help win three US presidential elections for Democrat candidates, first with Bill Clinton then twice with Barack Obama, and he hopes to win a fourth with Hillary Clinton in 2016. He tells Marketing Week how both brands and politicians can tap into the ‘hidden architecture’ of public opinion.
Donald Trump’s election is a victory for emotion-led marketing
Jonathan BaconDonald Trump has succeeded in appealing to voters’ emotions during the US presidential campaign, but marketers should not rush to copy the tycoon’s tactics.
Increasing volumes and B2B events: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
Junk food ad ban: Marketers say it will force brands to ‘think smarter’
Niamh CarrollBrands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
There’s still time to sign up for Marketing Week’s Mini MBA with Mark Ritson
Marketing Week ReportersMore than 30,000 people have taken part in Marketing Week’s Mini MBA series since launch, with the feedback overwhelmingly positive.
‘It’s old because it’s good, not good because it’s old’: Hovis’s first CMO on leading the brand
Niamh CarrollHovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.